The Comprehensive Guide to Pharma CRM Software + 3 Pharmaceutical CRMs

Pharma CRM systems are essential tools that help pharmaceutical companies streamline their operations, enhance customer relationships, and ensure compliance in an increasingly regulated industry. This article explores the key features of pharma CRM, how to choose the right system, and highlights three top solutions to consider for your business.

What is Pharma CRM?

Pharma CRM (Customer Relationship Management) is a specialized CRM system that supports a range of business-specific processes, from sales and marketing to regulatory compliance, and helps streamline relationships with stakeholders within the pharma sector. These stakeholders include healthcare professionals (HCPs), healthcare organizations (HCOs), patients and medical science liaisons (MSL).

A pharma CRM system enhances efficiency and helps build more trusting and robust relationships with customers through data organization and process automation.

Advantages of CRM Software in Pharma Industry

Here’s a more detailed exploration of each benefit that a pharma CRM brings to pharmaceutical companies:

Improved HCP relationships

A pharma CRM facilitates consistent personalized engagement with each HCP. It stores detailed information about each HCP, including their preferences, previous interactions, and feedback. This enables sales reps to personalize their communication, creating stronger, trust-based relationships.

Moreover, a CRM unifies communications across email, phone, in-person meetings, and digital channels, ensuring consistent messaging and reducing the risk of miscommunication.

Enhanced sales efficiency

Pharma CRM systems support sales agents with a variety of tools that make them more productive such as meeting scheduling, target segmenting of HCPs, and sample management. Automating sales processes allows sales reps to save time and have consistent engagement with HCPs that leads them to conversion.

Streamlined omnichannel marketing

CRMs enable consistent and personalized marketing engagement. They allow pharma companies to coordinate marketing efforts across multiple channels, such as email, social media, and digital, ensuring a cohesive campaign strategy.

Moreover, a CRM can serve as a hub for storing, organizing, and distributing marketing materials, ensuring you always have all the necessary marketing content at hand. Sales reps have quick access to approved and up-to-date content, which they can share with HCPs, ensuring that messaging remains consistent and compliant.

Decisions empowered by data

CRMs are able to provide data-based insights that can guide your company's strategy. They collect vast amounts of customer data that can be analyzed to understand customer behavior and identify emerging trends. Dashboards and reporting tools provide a clear overview of KPIs, helping managers monitor the effectiveness of sales and marketing campaigns. This helps identify what's working, what needs adjustment, and where to allocate resources.

Regulatory compliance and easy audit

There are several ways in which pharma CRMs help companies observe international and local regulations and be prepared for audits.

Pharma CRMs can automatically capture and log interactions between reps and HCPs, helping maintain accurate records. This is crucial for compliance with regulations like the Sunshine Act (in the U.S.), which requires transparency in financial interactions between pharmaceutical companies and HCPs.

A pharma CRM serves as a centralized repository for contracts, compliance documents, and consent forms, which makes it easier to quickly provide necessary documents for audit.

Moreover, CRMs streamline the process of reporting financial transactions, gifts, samples, and other "transfers of value" to ensure they meet local and international legal requirements. These systems generate reports that are audit-ready, reducing the administrative burden and minimizing human error.

Increased collaboration

Pharma CRMs integrate data from various departments like sales, marketing, medical, and regulatory, creating a centralized source of information. This breaks down silos, enabling better communication and collaboration between teams.

Essential Features of Pharma CRM Software

To ensure your pharmaceutical CRM provides all the benefits mentioned above, check if it offers the following features:

Customer database management

Data management ensures that your CRM maintains a comprehensive database of HCPs, HCOs, hospitals, pharmacies, and other relevant entities describing their specialty, location, prescription behavior, history of interactions, and other attributes.

Sales automation

A CRM suitable for pharma companies should include the following sales automation features:

• Rep activity tracking: Records sales reps' interactions with doctors, pharmacists, and other healthcare professionals.
• Territory management: Helps segment HCOs and HCPs based on location and assign reps to certain territories.
• Scheduling and route planning: Helps sales representatives manage their visits, plan routes, and schedule meetings.
• Product information management: Provides a comprehensive up-to-date view of your product portfolio with a detailed description of each medicine.
• Samples and orders management: Keeps track of sample distribution and order processing.
• Analytics: Provides insights on sales performance and customer behavior.

Marketing automation

A pharma CRM should include the following marketing automation features:

• Campaign management: Enables the creation and management of personalized marketing campaigns for different segments.
• Multi-channel engagement: Coordinates marketing efforts across email, SMS, social media, webinars, and events.
• Content management: Stores and distributes promotional materials, presentations, and educational content.
• Medical events management: Facilitates the planning and management of medical conferences, seminars, webinars, and educational events. Tracks attendance and facilitates post-event follow-ups and feedback.
• Analytics: Tracks the performance and results of your marketing campaigns such as prescriptions generated, sales volume, doctor engagement, and ROI from marketing efforts.

Compliance and regulatory management

In the highly regulated pharmaceutical industry, a CRM system must provide robust tools to ensure compliance and facilitate audits.

• Privacy management: Ensures compliance with regulations like HIPAA, GDPR, Sunshine Act, and other local and international laws.
• Transparency management: Tracks financial transactions, and transfers of value, and manages transparency reporting to avoid legal risks.
• Safety information management: Helps you provide health authorities with timely documents and reports on the safety of your products
• Certification management: Helps monitor and manage certification processes throughout the entire organization to ensure regulatory compliance.
• Internal audit management: Automates audit workflows across all required healthcare, financial, physical, and legal assets within your organization.
• Consent management: Helps collect and manage customer consent.

Production management

Some pharma CRMs provide features that help organize and monitor production processes, for example:

• Research and development management: Enables automation and tracking of R&D projects making them more transparent, agile, and cost-effective.
• Procurement automation: Automates order and tracking of materials of raw materials.
• Inventory management: Automates product data sharing and synchronization between multiple divisions to avoid over-/understocking in warehouses.

AI automation

AI plays a pivotal role in pharma CRM by processing vast amounts of data, personalizing interactions, and predicting key trends with high accuracy. In the pharmaceutical industry, AI-driven CRM systems can offer the following features:

• Managing drug distribution: The AI agent monitors your distribution and places new orders when needed.
• Forecasting the demand: Recommends how much product you need to produce based on historical data and market trends.
• Ensuring compliance: Automates the tracking of product safety data and regulatory reporting.
• Improving CRM: Supports sales, marketing, and customer service by predicting the next-best actions, such as recommending personalized offers to healthcare providers based on their prescribing patterns, or suggesting educational content for MSLs based on their interactions with key accounts.

Integrations with other systems

Integrations with ERP, medical databases, Electronic Medical Records (EMR), Hospital Information Systems (HIS), and other third-party systems.

3 Best Pharma CRM Solutions

1. Creatio

Creatio is a no-code AI-native platform for CRM and workflow automation that offers a pre-built suite of tools for pharma CRM automation.

Creatio provides powerful CRM platform tailored for pharmaceutical companies. The sales automation tools include comprehensive field sales features to effectively track and manage traveling agents. Marketing capabilities include campaign and event management, supporting closed-loop marketing strategies. Default customer service features are enhanced with tools for adverse event monitoring and proactive case management, enabling swift action on reports of side effects or product issues.

Moreover, Creatio simplifies integration with your existing software ecosystem by offering over 700 third-party integrations, including specialized tools like eWizard for pharmaceutical companies.

The no-code AI-native architecture makes CRM Creatio infinitely customizable: you can design and launch new workflows and business apps using pre-built no-code components and an easy-to-use graphic interface.

Creatio's AI assistant simplifies no-code development by creating prototypes of features you need based on your descriptions in conversational language. All these tools enable non-software developers to easily customize CRM and build new functionality.

Key pharma CRM features: 

• Marketing automation: Leverage AI-driven segmentation, campaign management, and event planning to engage HCPs with targeted, multi-channel marketing.
• Pipeline management: Track and manage leads with full pipeline visibility.
• Field sales management: Automate route planning and provide sales reps with remote access to a knowledge base during customer visits.
• Proactive case management: Use AI-powered workflows to manage cases from start to finish.
• Adverse event management: Quickly track and document product side effects for safety and compliance.
• Inventory management: Optimize inventory with real-time tracking.
• Compliance and audit management: Maintain regulatory compliance and run automated audits.
• Certification development: Track, monitor, and manage certification processes.
• R&D management: Track and organize the research and development process from start to finish.
• Employee lifecycle: Streamline employee onboarding, training, and performance.

Pricing: 

The price for Creatio’s core platform starts at $25 per user/month with a free two-week trial available.

Optimize your pharmaceutical business processes with the advanced capabilities of Creatio’s Pharma CRM

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2. Veeva Vault CRM

Veeva offers a range of software products for life sciences, including Veeva Vault CRM, a customer relationship management tool for biopharma, consumer health, and animal health companies.

Veeva Vault unites sales, marketing, medical, and service teams with a shared customer database, supporting primary care, specialty care, key accounts, retail sales, and medical science liaisons.

Veeva Vault CRM easily connects with other Veeva products for compliance, data protection, event management, clinical data management, and more.

Key pharma CRM features: 

• Customer profiling: Manage detailed profiles for HCPs, HCOs, and key accounts, enabling targeted interactions.
• Territory and account planning: Plan and optimize sales territories, assign targets, and develop strategic account plans.
• Sampling management: Track product sample distribution.
• Field engagement tracking: Track reps’ productivity at any location, even without an internet connection.
• MSL support: Manage MSL activities, track relationships, and capture scientific insights.

Pricing: 

Pricing is available on request.

3. Salesforce

Salesforce is a cloud-based CRM platform designed to help pharmaceutical companies enhance customer relationships, streamline operations, and drive better health outcomes. It offers tools for sales, marketing, medical, and service teams, enabling personalized engagement with HCPs, efficient management of key accounts, and compliant digital marketing.

Key pharma CRM features: 

• Health Cloud: Combine clinical and HCP data on a single platform accessible to all teams.
• Marketing automation: Personalize customer experiences and optimize marketing campaigns.
• Sales automation: Get a 360-degree view of customer profiles and automate event-based interactions and workflows.
• Supply chain monitoring: unify data across R&D, manufacturing, supply chain, and commercialization.
• Omni-channel patient services: Enable patients to access information and support on their preferred channel and mobile device.
• Analytics: Get easy access to data-based insights with reports and dashboards for tracking key performance metrics.

Pricing: 

The pricing starts at $325 per user/month.

How to Choose Pharma CRM Software?

Choosing a Pharma CRM involves a few key considerations to ensure that the software aligns with your business needs and industry-specific challenges:

1. Identify your goals: Before selecting a CRM, define your specific objectives and KPIs. This will help you focus on CRM solutions that address your needs rather than opting for a feature-heavy platform that might offer unnecessary functionality.
2. Compliance and regulatory fit: In the pharmaceutical industry, compliance is crucial. Ensure the CRM has built-in compliance management features that adhere to industry standards and regulatory requirements, such as GDPR, HIPAA, and the Sunshine Act.
3. Ease of integration: Look for a CRM that can seamlessly integrate with your existing systems, data sources, and tech stack. Smooth data migration and customization options are critical, so inquire about vendor support for these processes.
4. Customization options: Evaluate the CRM's customization capabilities to ensure it can adapt to your unique needs. Check if it allows you to build custom reports, automate workflows, and add tailored features. Customization ensures the software not only meets your requirements but can also streamline processes specific to your company.
5. User-friendly CRM: Choose a CRM that offers easy-to-use tools for multi-channel engagement and CRM automation. This capability ensures a high level of adoption and quick time-to-value for your pharma CRM.
6. Analytics and reporting: The CRM should provide robust analytics for tracking customer interactions, sales trends, and market insights. Advanced reporting capabilities will enhance your sales and marketing strategies.
7. Vendor reputation and support: Assess the vendor’s expertise in the pharmaceutical sector. Check their reputation, client testimonials, and whether they offer ongoing support, including training and software updates.

If you’re looking for a scalable and customizable pharma CRM that adapts to your needs, Creatio is a perfect option. Check out Creatio’s AI-powered CRM capabilities by signing up for a free trial.